While denim fashion continues to be a staple in our wardrobe, new fabric developments with sustainability hold key to the future of the industry as evidenced in the recently concluded Denim Première Vision trade fair held at Milan's Superstudio Più on 22 and 23 November.
Organisers hailed the show as a success, reporting 2,322 trade visitors (+15% over the previous November 2022 event) including fashion and accessories brand managers, buyers, designers and production managers who had attended the fair to gather information on innovations in jeanswear and the latest denim developments for the Spring/Summer 2025 season.
There were 69 exhibitors, of which 69% were denim spinners and weavers, 20% garment makers and finishers, 7% service and technology firms and 4% accessories and component manufacturers who represented 15 countries including Italy, Spain, France, Germany, Turkey, Morocco, Japan, Pakistan, Bangladesh, China, Hong Kong, India, Mauritius, Uzbekistan, and Taiwan.
In addition to providing a comprehensive denim-sourcing offer from the exhibitors, organisers also set up a new edition of the Denim Fashion District where 15 denim brands were featured with innovative developments.
Material science company Recover showcased its new collection, the GRS-certified Reiconics collection, made from Recover's recycled cotton fibre and Spanish cotton. This was the result of a collaboration with denim manufacturer Evlox and Spanish tech company Jeanologia. The collection of a total of 14 garments showcased how truly circular products can bring value to fashion through a process that implements eco-design, transparency, process measurement, traceability, and scalability. The company said they had data suggesting that 'recycled' is the most sought after keyword in the fashion apparel industry.
Fabio Adami Dalla Val, Denim Première Vision Show Manager, commented: "This new edition of Denim PV was amazing, with a highly qualified visitor base and a palpable excitement in the aisles. The quality of products presented by exhibitors was of a very high level, across the board, regardless of origins. Denim has enjoyed a prominent spot in the luxury world for some years now, and that trend continues. Whether casual or more sophisticated, denim remains a versatile material that is constantly gaining ground. The denim industry is currently in a state of transition, a perfect reflection of the textile industry’s global aspirations to achieving sustainable, high quality, cutting-edge production."
The fair also included a programme of conferences and talks, fashion seminars for exploring the season’s trends, and special installations and workshops.
The SS25 denim trends focused on quality, artisanship and meticulously crafted products according to industry experts, with special emphasis put on the beauty of fabrics and colours. On the other hand, some of the developments appeared at times subtle and other times pronounced, thanks to innovative textures and dyes, said Lorenza Martello, Denim Expert - Première Vision.
Miss Martello said, "We see a certain abandonment of the traditional jeanswear style. Denim is surprisingly diverse, with options ranging from rigorous to creative, thick to fluid, adapted in a variety of styles and featuring more virtuous solutions across all product categories.
"The search for more sustainable design alternatives has been developing for years, and it’s a movement that continues to grow. The SS25 denim trends pay particular attention to colour, and you can see that in the use of natural or recycled pigments, and the low-water consumption techniques being adopted. Materials - particularly where they are from - play an increasingly central role in the manufacturing process. The players in our industry want to pair an ethical approach with comfort and style."
